Marketing01

According to the five-step model of the marketing process, a company should ________ before designing a customer-driven marketing strategy.

• determine how to deliver superior value to customers

• build profitable relationship with customers

• use customer relationship management to create full partnerships with key customers

• understand the marketplace and customer needs and wants

• construct an integrated marketing program

Needs include all of the following EXCEPT _______

• food

• knowledge

• affection

• the newest IPhone

• belonging

A _______ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.

• market offering

• value proposition

• brand positioning

• market segment

• marketing mix

Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?

• production concept

• product concept

• selling concept

• marketing concept

• societal marketing concept

_______ is determined by a customer's evaluation of the benefits and costs of a market offering relative to those of competing offers.

• Customer-perceived value

• Customer lifetime value

• Share of customer

• Customer-managed relationship

• Brand value proposition

Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

• positioning

• marketing

• outsourcing

• production

• logistics